Print advertisements are ads that attempt to persuade

Print advertisements are ads that attempt to persuade

Subject: General Questions    / General General Questions
Question
Print advertisements are ads that attempt to persuade customers through a printed medium. Examples are newspaper ads, magazine ads, calendars, directory ads, etc.
For this project, you will analyze a print advertisement by following the steps below as a guide to your analysis. Keep in mind that you do not have to answer each of these questions directly – they are simply here to help get you thinking more deeply about the ad you have chosen. You should, however, organize your thoughts based on each step. You should have the following sections titled, Observations, Purpose of the Ad, Assumptions the Ad Make & the Message It Sends, and Possible Consequences of These Messages.
This project (essay) should be between 1 and 2 pages, single spaced. Be sure to include a photo of the advertisement in your essay at the end. The photo does not count as part of the length
requirement. STEP 1: MAKE OBSERVATIONS
» Think of five adjectives that describe the ad.
» Look at the ad and evaluate its aesthetics: Are there people depicted in the ad? What gender is represented? What race? What do the people look like (young, old, stylish, etc.)? What are their facial expressions?
Estimate what the camera angle was. Was it far from the subject or close to it? Was it above, eye­level, or below the subject?
Take note of the lighting used in the ad. Does it appear to be natural or artificial? Why or why not? Are certain parts of the ad highlighted while others are not? If so, why do you think this is? Are there shadows? If so, how big are they?
What colors are used? Are they bright? black and white? in sharp contrast to each other? If the ad has text or copy, how does it look? What kind of font is
used? Is more than one type of font used? How big is the text? What color is the text? Is there more than one color used? What does the text actually say? What does the large text say? The small text? STEP 2: DETERMINE THE PURPOSE OF THE AD
» Remember that the purpose of an ad is always to sell a product!
» What product is being sold?
» Do you find the product appealing? Why or why not?
» Who is the target audience for this product? Children? Teens? Adults? The elderly?
» What feelings or emotions is the ad trying to associate with the product? Did it work? Why or why not STEP 3: DETERMINE THE ASSUMPTIONS THE AD MAKES & THE MESSAGES IT SENDS
» Assumptions may not be contained directly in the ads themselves, but in the messages that are produced from them What assumptions does the ad make about gender? (i.e. Women are powerful when they hold a hair dryer in their hands. Men like to drink beer. Women are primary caregivers, etc..) Are these assumptions realistic? Why or why not? Do these assumptions reinforce or challenge stereotypes about gender identity?
What assumptions does the ad make about race (i.e. African Americans are excellent athletes. Latinos are sensual and passionate. Etc.)? Are these assumptions realistic? Why or why not? Do these assumptions reinforce or challenge stereotypes about racial identity?
What assumptions does the ad make about class (i.e. Wealthy people are happy and trouble­free. Poor people are always looking for a handout, etc..)? Are these assumptions realistic? Why or why not? Do these assumptions reinforce or challenge stereotypes about class? STEP 4: CONSIDER THE POSSIBLE CONSEQUENCES OF THESE MESSAGES
» What are some possible consequences? (long­term and short­
term)
» Do the messages create unrealistic expectations for people? Why or why not?
» How do the messages in this ad counter or undermine social change?
» Is this ad socially responsible*? How or how not? What does it mean for an ad or a company to be socially responsible?